Home' Trinidad and Tobago Guardian : June 8th 2013 Contents The large tubs still exist, but more con-
venient ready-mixed shakes are now widely
available, along with snack bars and flap-
jacks. Whey powders have also been joined
by other protein sources including casein,
hemp and rice.
The combined result has been a sharp
increase in sales. According to Euromonitor
figures worldwide sales of sports related
protein products grew from £2.5bn in 2007
to £4.9bn in 2012 and are likely to reach
£7.8bn in 2017. In the UK sales increased
from £73m in 2007 to £170m in 2012 and
are expected to reach £358m by 2017.
And the most notable part of the growth
is the shift to marketing to "ordinary" peo-
ple. Among new shakes is Wing-Co, a
chocolate-flavoured high-protein drink
aimed as a snack alternative for men in their
30s and 40s who "aren t sucked in by lots
of marketing rubbish".
Upbeat drinks are pitched as a snack or
breakfast replacement which might appeal
to people including "post-pregnancy mums
These are drinks which are being pitched
at a "far broader more mainstream audience",
says Julia Glotz, fresh food editor at industry
magazine, The Grocer.
A lot of work has gone into the branding
and the drinks look much more like other
modern supermarket brands than sports
supplements, says Glotz.
The new products aren t even marketed
as "supplements". They might be a breakfast
substitute for someone in a hurry, or pitched
as an alternative to a snack.
Saturday, June 8, 2013 www.guardian.co.tt Guardian
From Page A42
They benefit from the general aura of healthiness
that hovers over the word "protein". If protein is so
healthy, and I want a snack, one that will fill me up,
I might very well be drawn to something with protein
written on the packet.
The trend, says Glotz, was started by For Goodness
Shakes, which "still looked quite gym" but did not
look out of place in the chiller cabinet. More have
"You see a few of them in the food-to-go area,
where they might be positioned as a particularly
filling drink that you can have at lunchtime. And
you also see some of them sitting in the milk drinks
and milkshakes section."
Others have also spotted the possibilities. Danone
makes a high protein yoghurt called Danio, while
dieters might find themselves drawn towards Atkins
chocolate bars and Marks and Spencer has a range
of high protein meals that promise to keep you "fuller
Protein supplements do have a place used once
a day after muscle-building training, but most peo-
ple---including regular gym goers---would find that
milk contains the right combination of protein and
carbohydrates for rehydration and repair, says Azmina
Govindji of the British Dietetic Association.
The key is a balanced diet, but supplements can
"It s in our nature to look for quick fixes, this is
why diets work so well. If you re promised by the
hype and the marketing that this particular shake
will help you to build muscle, then these very com-
pelling messages can be quite alluring."
But for many people using shakes and other sup-
plements it s the convenience they offer---rather than
the belief that they re an alternative to food---that
is important, says personal trainer Rob Aitken.
"For up to two hours after a workout there s a
window to aid recovery. At that time they may not
want to sit down and have a full meal."
His clients are advised to try and eat protein with
every meal and to make sure they combine shakes
with real food.
"The clue is in the name, it s a supplement." (BBC)
Owura Kodua, 30, a police officer in
central London, has used protein shakes
for four years and buys a £40 tub every
"It's a good, easy source of protein.
Rather than have to cook a meal when
you work shifts like me, a shake will fill
Kodua goes to the gym three or four
times a week, where he does weight
training and cardiovascular work. He also
He says he "would not be stuck"
without shakes, but would have to plan
"You could buy chicken breasts the day
before work and make a packed lunch, but
(a protein shake) is easy, quick and
"I don't believe that I have a bad diet
because of it at all. My diet is balanced."
Balanced diet is key but supplements can be attractive
A FAN OF SHAKES
"You see a few of them in the
food-to-go area, where they
might be positioned as a
particularly filling drink that you
can have at lunchtime. And you
also see some of them sitting in
the milk drinks and milkshakes
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